Earth to Bean. Bean to Cup. The world’s best at-home super-automatic espresso machine.
For Terra Kaffe, Kingsland served as an in-housed marketing department, leading the brand’s expansion into retail; heralding press from Fast Company, Modern Retail, Forbes and more; and working on evergreen marketing and brand planning including halo brand strategy, influence + advocacy strategy, partnerships + collaborations and content creation for social media and beyond.
Challenge: Launch a new super-automatic espresso machine at a premium price-point in a crowded market overflowing with “pod” machines.
Approach: Focus on the brand’s personality, sustainable elements and, first and foremost – design, including creation of Brand Book including core values, visuals and tonality. This also facilitated a new brand positioning to focus on design and sustainability, helping to activate an exclusive retail launch partnerships with MoMA Design Store (positioning worked) and Goop.
Steady growth continues as machine, coffee bean subscription and accessory sales grow exponentially.
Categories/Tags: Brand Strategy, Branding, Copywriting, Communications, Positioning, Growth